‘Interesting’ flavours help Brothers’ cider sales grow by two-thirds amid pandemic

According to its latest figures, Brothers sales during the 52 weeks to June increased by 69% off the back of new product innovations including the launch of new Red Apple, Tutti Frutti and Marshmallow pours.  

These new flavours join established serves including Toffee Apple and Rhubarb and Custard which have seen their respective values increase by 22.2% and 93.1% in recent months. 

The cider maker also announced that it had doubled international sales during 2019 while the launch of its ‘Curious Mix’ social media campaign has cemented its position among ‘Gen Z’ and ‘Millennial’ drinkers - 58% of whom are drawn to unusual, new or ‘on-trend’ flavours. 

Growth ambitions

According to Brothers’ global commercial director, Marc Charles, the cider maker has seen a sharp increase in cider sales over the past few months.

“Our recent performance in the UK and internationally is very encouraging and we are extremely grateful to our customers and consumers for choosing Brothers. 

“Our job is to listen to them and keep producing interesting and quality ciders that taste great and add value to their businesses and drinking occasions. 

“Brothers Drinks Co. is one of the largest and most capable cider producers in the UK so we are well placed to continue this growth and are ambitious to do so.” 

Nicola Randall, Brothers’ senior marketing manager added: “We’re already seeing accelerating sales for our Toffee Apple variant, and as the unofficial cider of Halloween we’re expecting that to ramp up over the next few months.

“Brothers cider is definitely on an exciting journey as we continue to be at the forefront of innovation in the cider category.”